Tech Mahindra Launches ‘TechM Ting’ Sonic Identity to Strengthen Global Brand Experience
Tech Mahindra has unveiled a new sonic identity as part of its ongoing brand transformation, introducing a distinctive audio signature designed to strengthen brand recognition across digital, physical and emerging technology-driven experiences.
The new sonic identity complements the company’s refreshed visual identity and is designed to bring its ‘Scale at Speed™’ brand promise to life through sound.
As brands increasingly interact with customers through digital platforms, voice interfaces and immersive experiences, Tech Mahindra said its new sonic identity is designed to create a consistent and recognizable audio presence across different touchpoints.
‘TechM Ting’ Brings Tech Mahindra’s Brand to Life Through Sound
The new sonic identity, named “TechM Ting,” was selected through an internal crowdsourcing campaign.
According to Tech Mahindra, the sound draws inspiration from a luminous digital spark and represents a sharp, energetic and futuristic pulse moving through a connected world. The name itself is designed to echo the sound, helping create stronger brand recall.
The sonic identity was developed in partnership with BrandMusiq, a sonic branding company, and is intended to reflect Tech Mahindra’s brand archetypes of the Creator and the Sage.
The company said the audio experience combines innovation and expertise while aiming to evoke warmth, curiosity, confidence and a sense of connection across its brand interactions.
Sonic Identity to Feature Across Global Touchpoints
Tech Mahindra plans to integrate the new sonic identity across its global ecosystem.
The audio signature is expected to be used across the company’s offices, website, corporate communications, social and digital media platforms, podcasts, radio, call IVR systems, ringtones, conferences, exhibitions and employee engagement initiatives.
It will also feature across sales enablement assets and the Tech Mahindra Global Chess League.
The company said the wider integration is intended to create a unified brand experience for customers, partners, employees and other stakeholders.
Tech Mahindra Focuses on Brand Experience in Digital Era
Peeyush Dubey, Chief Marketing Officer, Tech Mahindra, said the new sonic identity represents the next stage of the company’s brand journey as interactions become increasingly digital and multi-sensory.
He said the identity is designed around the company’s ‘Scale at Speed™’ positioning and reflects its focus on combining innovation with expertise while creating consistent connections across customer, partner, employee and community touchpoints.
Rajeev Raja, Founder and Soundsmith at BrandMusiq, said the development process was anchored around Tech Mahindra’s “Scale at Speed” positioning.
According to Raja, the sonic identity combines modern production with instrumentation intended to retain an Indian character, while allowing the sound to remain consistent across different audio touchpoints, including offices, applications and events.
Sonic Identity Designed for an AI-Driven Future
Tech Mahindra said the new sonic identity has also been designed with an increasingly AI-mediated world in mind.
The audio asset can be adapted for different environments and experiences, including voice interfaces, AI agents and ambient digital platforms.
The company said generative AI can be used to modify elements such as tempo, instrumentation and mood, while maintaining the core characteristics of the Tech Mahindra sound.
The launch marks another step in Tech Mahindra’s broader brand transformation, extending its refreshed visual identity into the audio space and creating a recognizable sonic element for its global communications and customer experiences.
